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CHARACTER OWNERSHIP in REALITY TV By: Denise Martinez

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CHARACTER OWNERSHIP in REALITY TV By: Denise Martinez CHARACTER OWNERSHIP IN REALITY TV By: Denise Martinez I. INTRODUCTION………………………………………………………………………...3 II. REALITY TV ILLUSTRATION: KIM KARDASHIAN V. THE GAP…………………4 III. REALITY TV CHARACTER DEFINED………………………………………………...5 a. The Elements of Character………………………………………………………..5 b. Distinction Between a Reality TV Star’s Actual vs. Portrayed Character………..6 IV. CHARACTER OWNERSHIP PURSUANT TO COPYRIGHT LAW…………………..7 a. A Plaintiff May Prove a Valid Copyright to the Character by Meeting One of Two Standards…………………………………………………………………………..8 i. A Character May be Copyrightable if the Character is Sufficiently Distinctive So as to Constitute an Original Expression…………………...8 ii. For a Character to be Copyrightable, It Must Constitute The Story Being Told………………………………………………………………………10 b. Reality TV Characters Do Not Constitute Copyrightable Expressions………….11 i. Reality TV Characters are not Sufficiently Distinctive to Constitute an Original Expression……………………………………………………...12 ii. Reality TV Characters Do Not Constitute The Story Being Told……….13 V. REALITY TV CHARACTER PROTECTIONS PURSUANT TO RIGHT OF PUBLICITY……………………………………………………………………………...14 a. The Two-Prong Test to Establish A Protectable Character Identity………………15 b. The Two-Prong Test as Applied to Reality TV Characters………………………16 VI. CONCLUSION…………………………………………………………………………..17 2 I. INTRODUCTION Reality Television by definition is unscripted programming that employs “real” people and not professional actors to portray themselves while the cameras record their every move.1 Reality TV does not employ writers the way sitcoms or other television programming may, but rather depends greatly on the show producers and editors to record footage of real events or situations and reduce hundreds of hours of footage into half-hour to one-hour long shows.2 The programs tend to portray social or moral dilemmas in terms of emotions, and it is the focus on emotions that acts as the key support for its credibility.3 Reality TV focuses more on the way an individual (the reality TV star) reacts to an event and less on the particular event itself.4 It is because of its subjective, personalized focus that reality TV establishes a personalized connection between the star and the audience. With its low production costs and power of making a no-name person a celebrity, Reality TV has grown expeditiously to be a multi-billion dollar industry. Reality TV’s increasing popularity and unique style poses serious questions and concerns regarding party ownership rights over the characters portrayed in reality shows. The following analysis provides: (1) an illustration of a Reality TV star’s attempt to exercise ownership rights to her Reality TV Character; (2) a review of the requisite burdens of proof in character ownership cases pursuant to Copyright Law, and its application to Reality TV characters in particular; and (3) the protections provided to celebrities pursuant to the statutory and common law Right of Publicity doctrine and its application to Reality TV characters. The question addressed is whether a person or entity may assert ownership rights to a Reality TV character, 1 Winifred Fordham Metz, How Reality TV Works, HOW STUFF WORKS (Dec. 7, 2007), http://electronics.howstuffworks.com/reality-tv.htm. 2 See id. 3 Beth Seaton, Reality Programming, THE MUSEUM BROADCAST COMM. (last visited April 26, 2012), http://www.museum.tv/eotvsection.php?entrycode=realityprogr. 4 See id. 3 like Kim Kardashian, pursuant to Copyright law and; furthermore, what protections the Right of Publicity provide reality TV celebrities? II. REALITY TV ILLUSTRATION: KIM KARDASHIAN V. THE GAP In 2011 the clothing retailer, Old Navy, aired a television advertisement using a model by the name of Melissa Molinaro.5 Melissa is a model with long brown hair and brown eyes.6 After Old Navy aired the commercial, Reality TV star Kim Kardashian through her attorneys sued Old Navy parent company The Gap for violating her “intellectual property rights”.7 Kardashian’s counsel states that the model (Melissa Molinaro) used in the Old Navy commercial invokes Kardashian’s look, style, identity and persona; thereby creating confusion in the market as to products endorsed by Kim Kardashian.8 Kardashian holds ownership stakes on several other retailers, and alleges that the use of a Kim Kardashian look-alike constitutes an infringement on her right of publicity as an established celebrity.9 Kim Kardashian is seeking an unspecified amount in compensatory and punitive damages from Defendant, The Gap for using a model who, like Kim Kardashian, has long brown hair and brown eyes.10 The Keeping Up With The Kardashians Reality TV show first aired on E! Television Network on October 2007.11 Immediately following the successes of the reality show, some of the show participants, including Kim Kardashian, recorded show spin-offs, secured endorsement 5 Mike Krumboltz, Prepare For the Fight: The Gap vs. Kim Kardashian, YAHOO! TV NEWS (Jan. 17, 2012, 3:39 PM), http://tv.yahoo.com/news/prepare-for-the-fight--the-gap-vs--kim-kardashian.html. 6 See id. 7 Steve Hargreaves, Kim Kardashian Sues Gap Over Look-Alike Model, CNN MONEY (July 20, 2011, 6:52 PM), http://money.cnn.com/2011/07/20/news/companies/kardashian_gap/index.htm. 8 Id. 9 Id. 10 Id. 11 Keeping Up With The Kardashians, WIKIPEDIA (last visited May 1, 2012), http://en.wikipedia.org/wiki/Keeping_Up_with_the_Kardashians#Spin-offs. 4 deals, and launched clothing and perfume lines.12 Keeping Up With The Kardashians undoubtedly established Kim as a celebrity. It is Kim Kardashian, the Reality TV character, who secured endorsement deals and TV show spin-offs. It is the person Kim portrays on the Reality show who audiences pay to watch. Keeping Up With The Kardashians played an important role to establish Kardashian as a celebrity; therefore, an important legal question in this case is whether Kim may assert ownership rights to her Reality TV Character? Pursuant to the following analysis, she may not. III. REALITY TV CHARACTER DEFINED a. The Elements of Character Character is the aggregate of features and traits that form the individual nature of a person.13 Elements that form character include individuals’ physical appearance, their background and personality, the words they use and the actions they take.14 Furthermore, how individuals engage in relationships with others as well as how they react to conflict and change form integral elements of character.15 In the entertainment industry, a character may be the personality or part an actor recreates onscreen,16 or animated creations appearing in films and/or magazines17. A character may also be one of the persons in a drama or novel. 18 Considering the many elements that form a character as well as the multiple parties involved in the creation of characters on television (whether fictional or “real”), the question managers, agents and attorneys become increasingly 12 Id. 13 Dictionary.com, http://dictionary.reference.com/browse/character (last visited April 2, 2012). 14 Msansbach, 8 Elements of Character, Inside the Classroom Door (January 26th, 2006), http://msansbach.edublogs.org/the-study-of-english/8-elements-of-character/. 15 Id. 16 Merriam-Webster, Inc., http://www.merriam-webster.com/dictionary/character (last visited April 15, 2012) at 7(c). 17 See Walker v. Viacom Int'l, Inc., 2008 WL2050964 1, 1-9 (N.D. Cal. 2008). 18 Merriam-Webster, Inc., http://www.merriam-webster.com/dictionary/character (last visited April 15, 2012) at 7(b). 5 concerned with is whether a person or entity may assert ownership rights on a television character? b. The Distinction Between a Reality TV Star’s Actual Versus Portrayed Character. Reality TV characters undergo three stages of character development. The first stage is the actual character. The actual character of a Reality TV star is the result of the Reality star’s character elements, such as the person’s physical and behavioral traits. The second stage of character development is the transition from actual to portrayed character. When an individual chooses to appear on television, the individual may modify their physical and behavioral traits in an effort to portray him/herself in a certain way to television viewers. Reality TV shows add one additional and very significant stage to character development; the power of show-producers to control the portrayal of a Reality TV character. The portrayed character is the result of the Reality TV star’s actual character combined with producer-controlled storylines and edits. For the purpose of this analysis, understanding the complexities of character is not as crucial as understanding that there is an important distinction between an individual’s actual character and their portrayed character on a Reality TV show. Reality TV show producers record hundreds of hours of footage and perform extensive editing in order to condense all of the material into one, typically four to six month-long, season of single one-hour episodes.19 With all of the editing producers perform there is undoubtedly great power to control the portrayal of a Reality TV character, especially when both context and the passage of time can be easily distorted.20 The power of show producers and Reality TV stars to jointly control the portrayal of characters on Reality TV shows; however, may not suffice to establish their respective ownership of a Reality TV character. In order to determine whether Reality TV stars and/or 19 Joel Michael Ugolini, So You Want to Create the Next Survivor: What Legal Issues Networks Should Consider Before Producing a Reality Television Program, 4 Va.Sports & Ent.L.J. 68, 73 (2004). 20 Id. 6 producers own a Reality TV character, it is important to determine whether Reality TV characters are copyrightable. Copyright law provides the legal framework necessary to establish character ownership. The following analysis provides: an overview of the elements to a copyrightable character; an application of copyrights law to Reality TV characters; and an overview of the protections provided to Reality TV stars under the statutory and common law Right of Publicity doctrine.
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